Hyundai Advertises Car with Wall-Projected Animation

Hyundai created this ‘live’ performance piece to promote their 2012 Accent. They suspended a real car sideways against a building wall, and a real human walks into the car, but everything else is projected animation. The piece debuted in Kuala Lumpur, Malaysia last February, and is scheduled to be shown at the New York International Auto Show beginning this weekend.

Some have described it as projection mapping, and indeed, it does appear to be showing on three separate surfaces, but there’s not a whole lot of mapping since the projection is onto flat surfaces. Regardless of how it’s described, it’s a novel site-specific installation, and it would be interesting to see more companies explore advertising in this direction.

I don’t understand why the car had to be suspended to make that ad. They could’ve done it with the car on the ground and for cheaper.

David Breneman

…And suspend the audience above the car?

I’d be interested to see how they hoisted the car onto and off of the “screen” in such a brief time period. It looked like there was only enough “dazzle” video to hide such a move for a few seconds.

Erin Siegel

Lovely! If only the car didn’t look exactly like an Accord. It’s kind of hard to imagine your basic sedan pulling off the moves this commercial puts the Insight through. Maybe if it had a slicker design, like a James Bond car, I could believe the car was really that cool.

Ryoku

Hyundai can do all the fancy stuff they want with their ads, but their cars are still bland and cheaply made.

They should have gone one extra step and knocked out the spot for the car with white light, preventing anything form being projected on the car itself other than white light. It breaks the illusion a bit as is, but it’s still cool.

RossBradfield

It’s irritating how EVERYONE has their phones out. Why can’t people just enjoy the damn thing without having to record it (and upload it to Facebook no doubt).